Case Study: Improve LinkedIn as a platform to reduce the churn due to degradation of content quality on the platform
“Several users have started complaining about the quality of content on LinkedIn of late — claiming that it’s slowly turning into Facebook/Instagram. As a PM you’ve been tasked to solve this problem and figure out a scalable way to ensure high-quality content reaches the right person. What kind of content do people even look for on LinkedIn? What would this solution look like? What’s the 3 mos and 6 mos plan to roll this out? How do you track success?”
Let’s first understand what is LinkedIn as a platform? What does LinkedIn want to offer to its users?
The Process —
- Identify the metric we are looking to improve
- Understand the kind of content people want to see on the platform
- Understand the user personas relevant to our case
- Highlight the frustrations/pain points
- Understand the problem cause flow
- Solutions + Wireframes
- Feature Prioritization (R.I.C.E) Framework
- 3 Month Plan
- 6 Month Plan
METRIC WE WANT TO FOCUS ON?
CONTENT PEOPLE WANT TO SEE ON LINKEDIN?
UNDERSTANDING USER PERSONAS + PAIN POINTS
There are pre-defined 15 LinkedIn personas. For reference read here.
But for our case study, we will focus on these personas —
- The Knowledge Seeker
- The Networker
- The News Feed Reader
Why? Why are we choosing these personas out of the 15 exisisting personas?
The problem at hand is — People are leaving the platform due to the degradation of content quality. Out of all the personas, these personas would be affected the most in that they’d consider leaving the platform.
FRUSTRATIONS / PAIN POINTS?
PROBLEM CAUSE FLOW?
The kind of content that exists on the platform and possible issues that prevent the right content from reaching the right person..?
SOLUTIONS + WIREFRAMES?
FEATURE PRIORITIZATION (R.I.C.E FRAMEWORK)
For those who are new to the concept of the R.I.C.E. prioritization framework read here.
THREE MONTH PLAN?
SIX MONTH PLAN?
Tools Used —
Google slides — Flow Charts, diagrams, etc.
Wireframes — Figma
Hope this case study helps you in understanding the thought process when solving a product case study :)
Good luck!!!!
